On 9 April 2025, Spotify Australia unveiled Turn Up Aus, a long‑term, business‑wide platform designed to make Australian music “unmissable, undeniable and inarguable.” The initiative goes far beyond a one‑off marketing splash, rolling out across playlists, an on‑platform editorial hub, live events, education programs and high‑impact OOH ad spots.
Below, we break down every component, why it matters for artists and managers, and the simple steps you can take to tap into the new exposure funnel.
Quick Overview: What Is Turn Up Aus?
- Dedicated Editorial Hub – a multi‑shelf destination on the Spotify Search page showcasing nothing but Australian music.
- Flagship Playlists – refreshed frequently to spotlight breakout acts, regional genres and First Nations voices.
- Brand‑New Visual Identity – bold artwork from Christopher Doyle & Co. appearing across OOH, social and digital.
- Live Events & Fan Experiences – intimate shows, pop‑ups and listening parties across major cities.
- Industry & Youth Education – workshops with Spotify for Artists, ARIA mentors and Mushroom Creative House.
Why Spotify Is Turning Up the Volume on Aussie Music
Australia remains one of Spotify’s most engaged listener bases, yet local repertoire still fights for ears against the global glut. By ring‑fencing premium real estate for home‑grown sounds, Spotify aims to accelerate discovery, boost royalty flows and help artists build sustainable careers without leaving the country.
How Turn Up Aus Works: Channel by Channel
| Channel | Activation | Artist Takeaway |
|---|---|---|
| Spotify App | New editorial hub + refreshed Aussie playlists | Higher in‑app shelf space = more first‑time listeners |
| Out‑of‑Home (OOH) | Billboards, transit wraps, street posters | Mass‑market awareness beyond the algorithm |
| Social & Influencers | Integrated content pushes on TikTok, Insta Reels | UGC potential + trackable spikes via Spotify for Artists |
| Events | Secret gigs, festival partnerships, pop‑ups | IRL fan capture and press moments |
| Education | Workshops, industry panels, youth programs | Upskill on metadata, marketing and production |
Eligibility & How to Get Featured
- Tag Everything Correctly – ensure your distributor supplies accurate AU & NZ market rights, genre and mood tags.
- Pitch via Spotify for Artists – flag upcoming releases as Australian and craft a story spotlighting local angles.
- Engage on Social – use the hashtag
#TurnUpAuswhen sharing new drops, live dates or behind‑the‑scenes clips. - Network – attend Turn Up Aus workshops and industry mixers to meet Spotify editors and partner curators.
Key Quotes From Spotify Execs
“Turn Up Aus is our most ambitious local music push yet. We want Australian music to be unmissable, to win both at home and abroad.” — Mikaela Lancaster, Head of Spotify AUNZ